(NewsNation) — “Morning shed” is the new “gym shred.”
TikTok creators are sharing their skincare routines, and they’re taking “glow up” to the next level.
“Girl, what? You don’t have a morning shed routine?” influencer Victoria Samson can be seen saying in a video, wearing a collagen gel mask, a red peel-off lip product and a chin strap.
“It’s a little bit scary,” she said, addressing the jarring appearance of the face mask. “Just wait till you wake up, and your skin looks porcelain.”
Skincare routines go viral on TikTok
Her video, along with many others, has garnered millions of views.
Creators are going viral by outlining their five-, 10- or even 20-step skincare routines.
For many seeking beauty treatments, TikTok is the ‘blueprint’
“The uglier you go to bed, the prettier you wake up, so let’s do my, like, 20-step skincare routine so then tomorrow, I’ll be looking good,” influencer Christi Fritz, who has 2.5 million followers, said in one video.
Some are even putting salmon sperm on their faces after a unique facial treatment went viral.
“TikTok has completely changed how people approach beauty. It’s not just about discovering new treatments anymore, it’s literally driving demand,” Marlee Bruno, a certified physician and founder of Mind Body & Soul Medical, previously told NewsNation.
How much Americans spend on skincare
A model receives a facial treatment at the Duesseldorf trade fair center during the first opening day of the Beauty Cosmetics and Wellness Trade Fair in Duesseldorf, Germany, on March 28, 2025. (Photo by Ying Tang/NurPhoto via Getty Images)
Some of these viral products aren’t cheap.
Red-light therapy masks are popular for anti-aging benefits and have gained popularity, in part, for how they look on one’s face. Those sell for around $350.
The average American spent $211.82 on beauty products in 2022, according to Statista. And women spend an average of $3,756 a year on beauty products and services, compared to $2,928 for men, according to Groupon.
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Trump’s tariffs and K-beauty
The majority of those products are manufactured abroad and shipped to the United States, with many items coming from South Korea, where the “K-beauty” movement, centered on anti-aging and youthfulness, was born.
President Donald Trump’s back-and-forth on steep global tariffs left some worried about the beauty industry. He threatened South Korea, which was the world’s largest exporter of beauty products last year, with 25% tariffs but ultimately paused them.
Sarah Jindal, a beauty analyst at Mintel, recently told business magazine Fast Company she expects Korean beauty products to be “very resilient” to tariffs.
Part of Jindal’s optimism stems from beauty brands’ high margins, which give them room to absorb tariff increases without passing them on fully to consumers. And because Korean beauty products already cost less than many U.S. brands, they’re likely to remain affordable even with added import taxes.
“This is just too lucrative a market for them,” she said.
NewsNation’s Andrew Dorn contributed to this report.
